本研究旨在探討嘉義縣國中、國小學童的家長在為小孩選擇補習班時，是否會因為服務品質和品牌形象而影響顧客滿意度，進而影響其購買意願。本研究係採問卷調查法，總計發放300份問卷，回收份數276份，回收率約為92％，剔除回答不全及呈規律性答題之問卷11份，有效問卷共計265份，有效問卷回收率為88％。研究結果顯示：(1)服務品質對顧客滿意度具有正向影響；(2)品牌形象對顧客滿意度具有正向影響；(3)服務品質對購買意願具有正向影響；(4)品牌形象對購買意願具有正向影響；(5)顧客滿意度對購買意願具有正向影響；(6)顧客滿意度在服務品質對購買意願之間具有部分中介效果；(7)顧客滿意度在品牌形象對購買意願之間具有部分中介效果本。研究對補習班管理上提出以下的建議：(1)積極使補習班之服務品質提升；(2)有計畫且長期性的提升補習班的品牌形象；(3)注重家長的意見溝通；(4)積極參與社區、慈善活動，增加曝光率提高品牌形象。 This research investigates the service quality or brand image whether dicides the purchase intension as the result of customer satisfaction when the parents make a choice on cram schools for their elementary or secondary-children in Chiayi County. The questionnaire survey method was adopted in this research. Each of the 300 subjects was given a questionary to fill out. A total of 276 questionaries was returned. Out of those, 92% was valid (276 out of 300). The effective response rate is 88%. Following is the summary of the study：(1) Quality of service has a positive impact on the customer satisfaction ; (2) Brandimage has a positive impact on the customer satisfaction; (3) Quality of service has a positive impact on the purchase intention; (4) Brandimage has a positive impact on the purchase intention; (5) Customer satisfaction havs a positive impact on the purchase intention; (6)Customer satisfaction has a partial mediating effect between the service quality and purchase intention; (7) Customer satisfaction has a partial mediation effect between the brand image and purchase intention.
